A feature in 'Wired' magazine a few issues ago talked about the introduction of new direct marketing technologies based on the use of things like geo-location and face recognition.
The recent update for the iPhone's Operating System to iOS4 has added quite a few new features to the 3GS that I have (not all of the ones listed are relevant to it though)
This BLOG POST describes the implications of the change in the EULA wording.
Plenty of geographical scope here....
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